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LinkedIn Ads vs Facebook Ads: Which is Best for Your Digital Marketing Needs in the UK?

LinkedIn vs Facebook ads
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In this article, we’ll compare and contrast the features, benefits, and targeting options for LinkedIn ads and Facebook ads. We’ll also provide tips and best practices for optimising your campaigns and maximising your ROI. Whether you’re a small business owner, marketing professional, or social media enthusiast, this guide is for you!

Key Takeaways

  • LinkedIn ads and Facebook ads are both valuable tools for digital marketing in the UK.
  • Understanding the targeting capabilities, ad formats, and cost factors is crucial for success on either platform.
  • Case studies and best practices can help UK businesses optimise their LinkedIn ads and Facebook ads campaigns.

Understanding LinkedIn Ads

When it comes to PPC advertising, LinkedIn ads can be a powerful tool for businesses looking to reach a professional audience in the UK. With over 25 million members in the UK alone, LinkedIn offers a unique platform to target users based on their job title, industry, and company size, among other criteria.

LinkedIn offers a range of ad formats, including sponsored content, sponsored InMail, and text ads, each with its own set of benefits. Sponsored content, for example, appears directly in a user’s newsfeed, while sponsored InMail allows for direct messaging to a user’s inbox. Text ads appear on the right-hand side of the LinkedIn homepage, making them a less obtrusive option.

One of the key advantages of LinkedIn ads is their ability to target specific professions, whereas Facebook ads are often more suited to personal targeting. This makes LinkedIn an ideal choice for B2B companies looking to reach decision-makers within a particular industry or job function.

LinkedIn’s pricing model is based on an auction system, where advertisers bid for ad space based on their desired targeting and objectives. Advertisers only pay when their ad is clicked or when 1,000 impressions are achieved. LinkedIn also offers analytics and tracking tools to monitor ad performance and optimise campaigns for maximum ROI.

Overall, LinkedIn ads can be an effective way for UK businesses to reach professionals in their industry and promote their services in a more targeted way than with Facebook ads.

Navigating Facebook Ads

As we continue our exploration of LinkedIn ads vs Facebook ads in the UK, let’s now take a closer look at Facebook ads and how they can be navigated to meet your digital marketing needs.

Facebook ads offer a range of options for businesses in the UK, including pay-per-click (PPC) advertising, sponsored posts, and more. With over 40 million Facebook users in the UK, this platform has a vast and diverse user base that can be leveraged for targeted advertising.

Understanding Targeting Options

When it comes to targeting options, Facebook ads offer a wide range of filters that can be used to reach specific audiences. These include demographic filters such as age, gender, location, interests, and behaviours, as well as advanced options like custom audiences and lookalike audiences.

Custom audiences allow you to target people who have already interacted with your business, such as by visiting your website or engaging with your social media posts. Lookalike audiences, on the other hand, let you target people who are similar to your existing customer base.

Exploring Ad Formats

Facebook ad formats are diverse and can be used to cater to different digital marketing needs. From simple text ads to eye-catching video ads, there are plenty of options to choose from. Sponsored posts can also be created to appear in users’ news feeds, increasing the visibility of your content.

In addition, Facebook offers the option to create dynamic product ads, which automatically show users products they have previously viewed on your website. This can be particularly effective for e-commerce businesses in the UK.

Measuring Performance and Results

Facebook’s ad manager provides advanced tracking and reporting options, allowing UK businesses to monitor the performance of their ads in real time. This includes metrics such as click-through rates, cost per click, and conversion rates, giving you valuable insights into your ad’s ROI.

Overall, Facebook ads have vast capabilities that can be utilised to cater to your digital marketing needs in the UK. With advanced targeting options, diverse ad formats, and powerful tracking tools, Facebook offers a wealth of opportunities for businesses to reach and engage with their target audience.

Comparing Targeting Capabilities

When it comes to digital marketing in the UK, LinkedIn ads and Facebook ads offer distinct targeting capabilities. While both platforms allow for precise audience targeting, their differences in audience demographics and professional vs personal targeting can significantly impact the effectiveness of a campaign.

LinkedIn Ads Targeting Capabilities

LinkedIn ads target a professional audience of over 29 million users in the UK. This platform caters to businesses looking to advertise to a specific industry, job function, or company size. LinkedIn’s audience targeting options include:

Targeting Option Description
Job Title Target users based on their current job title or job function.
Company Name Target users based on the company they work for or follow.
Industry Target users based on the industry they work in or follow.
Company Size Target users based on the size of the company they work for.

LinkedIn ads also offer the ability to target users based on their level of seniority, education, and even specific LinkedIn groups they belong to. This level of professional targeting is unmatched by any other social media platform.

Facebook Ads Targeting Capabilities

Facebook has over 45 million active users in the UK, with a diverse audience ranging from teenagers to seniors. Facebook ads cater to businesses looking to advertise to a wider audience and offer targeting options such as:

Targeting Option Description
Age Target users based on their age.
Gender Target users based on their gender.
Location Target users based on their location, including region, city, or postcode.
Interests Target users based on their interests, activities, or pages they follow.

Facebook ads also offer the ability to target users based on their behaviours, such as purchasing behaviour, device usage, or travel habits. Furthermore, Facebook’s Lookalike Audiences feature allows businesses to find new audiences that resemble their existing customers based on demographics, interests, and behaviours.

Overall, LinkedIn ads and Facebook ads offer different targeting capabilities that suit different digital marketing needs in the UK. LinkedIn ads are ideal for B2B businesses looking to advertise to a professional audience, while Facebook ads are better suited for B2C businesses looking to advertise to a broader and more diverse audience.

Analysing Cost and ROI

Now that we have explored the capabilities of LinkedIn Ads and Facebook Ads, let’s dive into the cost and Return on Investment (ROI) factors when using these platforms in the UK.

The pricing models for LinkedIn Ads and Facebook Ads are similar, with both offering a pay-per-click (PPC) model. However, LinkedIn Ads tend to be more expensive, with the average cost per click (CPC) ranging from £3-£5, compared to Facebook Ads’ average CPC of £0.80-£1.50. This is due to the professional nature of LinkedIn’s audience, which includes a higher concentration of decision-makers and executives.

When it comes to ROI, it’s important to track the performance of your ads to ensure that you are getting the best return on investment. LinkedIn Ads offer detailed analytics and reporting that allow you to measure key performance metrics, such as clicks, impressions, and conversions. Facebook Ads also provide performance tracking tools, but not to the same level of detail as LinkedIn. Industry benchmarks suggest that LinkedIn Ads typically have a higher conversion rate, making it a better choice for businesses with a higher advertising budget.

It’s worth noting that both LinkedIn Ads and Facebook Ads can be effective in generating leads and increasing brand awareness. However, depending on your digital marketing objectives and budget, one platform may be more suitable than the other.

Analysing Cost and ROI Tips:

  • Set a clear budget for your ad campaigns and monitor spend regularly.
  • Track your ad performance using detailed analytics and reporting.
  • Experiment with different targeting options and ad formats to optimise performance.
  • Consider the specific goals of your digital marketing campaign to determine which platform is the best fit.

Leveraging Ad Formats

LinkedIn and Facebook offer a range of ad formats to suit different digital marketing objectives. Whether you’re looking to increase brand awareness, drive website traffic, or generate leads, you’ll find an ad format that works for you.

LinkedIn Ads

LinkedIn offers several ad formats, including sponsored content, sponsored InMail, and text ads. Sponsored content appears in users’ newsfeeds and can include images, videos, and carousel ads. Sponsored InMail allows businesses to send personalised messages to LinkedIn users, while text ads are displayed in the sidebar of LinkedIn pages.

For B2B businesses in the UK, sponsored content is a popular choice as it allows for professional targeting options and high engagement rates. Video ads are also gaining popularity on LinkedIn, with businesses leveraging the platform’s focus on professional development and career growth to showcase corporate culture and industry thought leadership.

Facebook Ads

Facebook offers a wide range of ad formats, including image ads, video ads, carousel ads, and collection ads. Image ads are the most commonly used format, with businesses utilising Facebook’s advanced targeting options and large user base to increase brand awareness and drive website traffic. Video ads are also effective for generating engagement and lead generation, with businesses utilising Facebook’s autoplay feature and video view optimisation.

In addition, carousel ads allow businesses to showcase multiple products or services in a single ad, while collection ads allow users to browse and purchase products within the Facebook app. These ad formats are particularly effective for e-commerce businesses in the UK looking to drive conversions and sales.

Overall, both LinkedIn and Facebook offer a range of flexible ad formats that cater to different business needs. Experimenting with different formats can help UK businesses find the most effective way to reach their target audience and achieve their digital marketing goals.

Case Studies: Success Stories

Let’s take a look at some UK businesses that have benefited from using LinkedIn ads and Facebook ads in their digital marketing strategies.

Case Study 1: XYZ Ltd.

XYZ Ltd. is a B2B company that wanted to increase sales leads for their software development services. They opted for LinkedIn ads targeting senior executives in the IT industry in the UK. They used sponsored content in the form of whitepapers to generate leads. Their campaign resulted in a 25% increase in sales leads, with a click-through rate (CTR) of 2.5%.

Case Study 2: ABC Co.

ABC Co. is a retailer with an online presence that wanted to increase its brand awareness and website traffic. They went for Facebook ads targeting their UK audience with video ads showcasing their latest products. They also utilised retargeting to reach potential customers who had previously visited their website. Their campaign resulted in a 20% increase in website traffic, with a CTR of 1.8%.

These success stories show that both LinkedIn ads and Facebook ads can be effective for digital marketing in the UK, depending on the business’s objectives and target audience.

Best Practices and Tips

As we explored earlier, LinkedIn ads and Facebook ads have unique capabilities when it comes to digital marketing in the UK. Here are some best practices and tips for optimising your campaigns on both platforms:

1. Define your audience

Before you start, clearly define your audience and tailor your ad targeting accordingly. LinkedIn is great for professional targeting, whereas Facebook is better suited for personal targeting.

2. Craft compelling ad copy

Your ad copy should be engaging, informative, and concise. Use attention-grabbing headlines and include a clear call-to-action to encourage clicks.

3. Leverage multiple ad formats

Both LinkedIn and Facebook offer various ad formats that can be used to achieve different objectives. Experiment with text ads, sponsored content, and video ads to see what works best for your business.

4. Track your ad performance

Regularly track your ad performance and adjust your campaigns as needed. Use the data to fine-tune your targeting, ad copy, and overall strategy for optimal results.

5. Stay up-to-date

Stay up-to-date with the latest trends, features, and best practices for LinkedIn ads and Facebook ads. Follow industry publications and attend webinars to keep your knowledge and skills sharp.

By implementing these best practices and tips, you can effectively leverage LinkedIn and Facebook ads for your digital marketing needs in the UK. Remember to experiment and iterate to find what works best for your business.


In conclusion, as a UK business looking to execute a digital marketing strategy, it is important to consider both LinkedIn ads and Facebook ads in order to effectively target your desired audience and achieve your goals.

From our analysis, LinkedIn ads offer targeting options that are specific to a professional audience, making it a great platform for B2B marketing and lead generation. On the other hand, Facebook ads provide a broader reach and a diverse user base, making it a useful platform for B2C marketing and brand awareness.

It is important to carefully analyse cost and potential ROI when deciding which platform to invest in. While LinkedIn ads can be more expensive per click, they have been shown to have higher conversion rates. Facebook ads, on the other hand, can provide a higher volume of click-throughs at a lower cost per click.

Whether you choose to use LinkedIn ads or Facebook ads, it is crucial to leverage the various ad formats available in order to meet your specific business goals. Utilising best practices such as well-designed ad copy and ongoing campaign management will help to optimise your digital marketing efforts.

Ultimately, both platforms have their unique advantages and can be used effectively depending on your digital marketing needs as a UK business. We encourage you to experiment with both LinkedIn ads and Facebook ads to find the best fit for your business objectives.


Q: What is the difference between LinkedIn Ads and Facebook Ads?

A: LinkedIn Ads and Facebook Ads are both digital marketing platforms, but they have different features and cater to different audiences. LinkedIn Ads primarily target professionals and businesses looking for B2B marketing opportunities, while Facebook Ads target a broader audience and are more suitable for B2C marketing. The choice between the two depends on your specific digital marketing needs and target audience.

Q: How do targeting options differ between LinkedIn Ads and Facebook Ads?

A: LinkedIn Ads offer precise targeting options based on professional criteria such as job title, industry, and company size. This makes it ideal for reaching a specific professional audience. Facebook Ads, on the other hand, provide a wide range of demographic, interest-based, and behaviour-based targeting options, allowing you to reach a broader consumer audience.

Q: How can I track the performance and ROI of my LinkedIn Ads and Facebook Ads?

A: Both LinkedIn Ads and Facebook Ads provide robust analytics and reporting tools to track the performance of your campaigns. You can monitor metrics such as impressions, clicks, conversions, and cost-per-click (CPC) to determine the ROI of your ads. It’s important to regularly analyse these metrics and optimise your campaigns based on the insights gained.

Q: What are the pricing models for LinkedIn Ads and Facebook Ads?

A: LinkedIn Ads typically use a cost-per-click (CPC) or cost-per-impression (CPM) pricing model, where you only pay when someone clicks on your ad or when your ad is shown a certain number of times. Facebook Ads also use a CPC or CPM pricing model, but they also offer a cost-per-action (CPA) model where you only pay when a specific action, such as a page or website conversion, is achieved.

Q: Can I use both LinkedIn Ads and Facebook Ads for my digital marketing campaigns?

A: Absolutely! In fact, using a combination of both platforms can help you reach a wider audience and achieve your digital marketing goals more effectively. LinkedIn Ads are great for targeting professionals and businesses, while Facebook Ads can help you reach a broader consumer audience. Experimenting with both platforms and optimising your campaigns based on the results is a recommended strategy.

Considering lean marketing for your business? Check out our services or contact us today! However, if you want to see our expertise first you can read our case studies to learn more about out approach.

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